Norwegian has temporarily replaced its Instagram profile picture with the British Airways logo after losing a light-hearted social media bet following England’s 2–1 victory over Norway in the quarter-finals of the 2026 FIFA World Cup.
The friendly wager was agreed ahead of Sunday’s match, with the two airlines promising that the losing carrier would temporarily adopt the winner’s logo on its Instagram account. Following England’s comeback victory, Norwegian honoured its side of the deal, congratulating both British Airways and the England team.
A bet that went beyond the football pitch
The playful rivalry began in the days leading up to the match, when Norwegian challenged its British counterpart to “risk its logo” should Norway’s national team emerge victorious. British Airways accepted the challenge, setting the stage for a marketing campaign that quickly attracted attention across social media.
Norway looked set to win after Andreas Schjelderup opened the scoring in the 35th minute. However, England turned the game around thanks to two goals from Jude Bellingham, securing a 2–1 victory and a place in the semi-finals, where they will face Argentina on 15 July.
This angle of Bellingham’s goal is satisfying man,dude was calm when received and scored a marvelous goal from a tight angle. pic.twitter.com/ZQKZ0pBhYS
— Eugene (@UTDEugeneee) July 11, 2026
Keeping its promise, Norwegian replaced its Instagram profile picture with the British Airways logo and posted a message congratulating its rival.
“Well played,” the airline wrote. “While the tournament is over for us, this friendly bet will forever live in all our hearts.”
The airline also wished England success in the remainder of the tournament, saying it sincerely hoped the Three Lions would “bring football home”.
British Airways embraces the rivalry
British Airways responded in equally good spirits, stressing that the rivalry had only lasted 90 minutes.
“While our rivalry lasted only for the match, we’ll be friends forever,” the airline wrote on Instagram.
Drawing a parallel with football stars Erling Haaland and Jude Bellingham, British Airways added: “Just like Haaland and Bellingham, we feel a blossoming friendship between our two airlines.”
The carrier also jokingly offered return flights between London and Norway for Norwegian’s social media team, promising: “We’ll be in touch.”
Turning defeat into a marketing opportunity
Despite the result, Norwegian quickly turned the loss into a promotional campaign of its own.
“Well played, England. Fancy a trip to Norway?” the airline posted shortly afterwards, announcing a flash sale on flights to what it described as its “Norwenglish” destinations.
The exchange has been widely praised as an example of creative social media marketing in the aviation industry. Several airlines had joined the online banter before the match, but the wager between Norwegian and British Airways became one of the tournament’s most talked-about brand interactions.
Rather than focusing on rivalry, both carriers used the occasion to showcase humour, sportsmanship and customer engagement, demonstrating how major sporting events can provide airlines with an opportunity to connect with travellers far beyond the airport.
